Facebook will show users the agencies, partners involved in Custom Audience targeting

Posted on Posted in Treading New

Ever seen the ‘Why I am seeing this ad?’ tab while you browse through your social feeds? Well, it appears after you dismiss or cancel the displayed ad. With all the other social media flashes surfacing this year, it has now been announced that from 27th February, the ‘Why I am seeing this ad?’ tab will now have additional information.

A leading news article recently said in a Facebook Advertiser Hub post, “When a shared custom audience file is used in an ad, that ad’s “Why am I seeing this?” section will include the name of the business that uploaded the user’s information (on Facebook)” Apart from this, any other sharing of custom audiences that may have taken place, including potential involvement from agencies that use Facebook’s’ ads manager.

While the Facebook Marketing Partners program added a new Brand Safety capability to its offerings in January this year, they welcomed DoubleVerify and OpenSlate as the first two companies to earn the safety certification. So now with data privacy being a major issue and the new GDPR law in place, the audience can now clearly know and rationalize as to where the information has been uploaded from and which agency added up the data.

With the option of Custom Audiences, advertisers can now upload files of customer that consists of email ids or phone numbers that can then be compared on Facebook accounts and ads manager for ad targeting.  Starting from February 27, the “Why am I seeing this?” info boxes available while you dismiss ads may now show:

1. The name of the agency/organization that uploaded the customer file that included the user’s information.

2 Any Custom Audience sharing between businesses such as the agency, Facebook Marketing Partner (FMP) or any other partners.

3. Information uploaded in the Custom Audience file such as email address or phone number that match to the user.

Facebook started circulating “on behalf of” agreements in November last year. Agencies and FMPs can now specify the relationship they have with advertisers on the platform.

This is just an effort by Facebook to abide by as showcase as much as transparency they can have on their end.

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